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Media Relations

Objective

VPL recognizes the importance of open, honest and timely communications to news media (print, broadcast, online) to disseminate relevant information to the public, promote VPL’s programs and services, and protect the organization’s reputation and integrity. The Marketing & Communications (M&C) department oversees media relations and is responsible for ensuring information provided to the media is consistent, accurate, timely, and approved by the appropriate director or subject matter expert.

M&C works proactively with media to provide story ideas and topics of interest to build greater public and media understanding of VPL programs, services and initiatives. M&C also responds to inquiries from the media. Development and preparation of Library communications materials, such as press releases, corporate materials, images, website or social media content is the responsibility of M&C. Final approval of Library communications rests with the Chief Librarian or appointed designate.

This policy provides staff with an understanding of protocols to follow when dealing with media inquiries.

Scope

This policy applies to all VPL staff. VPL Board trustees should refer to the Board Communications Protocol.

Approved: October 1993
Revised: April 27, 1998; August 1, 2019; July 21, 2020

Policy Statements

All media relations activities are coordinated through M&C, who will assess media requirements, prepare background information, identify potential spokesperson(s), and provide support for interviews where required.

The Chief Librarian is the official spokesperson for the Library, and typically speaks to organizational matters and policy issues. Directors typically speak to operational and promotional matters (e.g. VPL programs, publishing industry issues, book recommendations). Staff may, from time to time, be designated as spokespeople and asked to speak on specific areas of expertise at the request of their Director.

Media training will be provided by M&C to designated spokespersons to ensure they are equipped to speak on behalf of the organization.
 
Only staff who are authorized to do so may comment as a representative of the library. If staff are approached by media to offer personal opinions on issues related to their VPL work responsibilities, or library issues in general, they should contact M&C to ensure compliance with this policy.

Per the Board Communications Protocol, if Board Trustees are approached directly to speak publicly about the Library, they must advise the Chief Librarian of the request. Where it is deemed appropriate for the Board Chair rather than the Chief Librarian to communicate on behalf of the Library, the Chief Librarian will ensure that the Board spokesperson is provided with appropriate briefing materials and communications assistance.

Policy Procedures
  • Media inquiries shall be referred to the media relations phone number (604-331-3681), email address (media@vpl.ca) or in some instances, directly to M&C staff. M&C staff will contact the reporter, determine their needs and deadline, then identify and support the designated spokesperson or subject matter expert
  • M&C will keep record of media inquiries and contact details.
  • If a reporter calls or arrives in person without making prior arrangements and requests an interview, staff should assist the media in contacting M&C to determine who is available to speak with them. If the matter is urgent, the staff member should note the name of the reporter and media outlet, phone number/email address and topic, and pass the inquiry on to M&C at the earliest opportunity. M&C will work with staff, and City of Vancouver Communications where appropriate, to ensure the media’s needs are met.
  • Media are encouraged to coordinate with VPL’s M&C team (m_c@vpl.ca)  in advance of shooting still or video in library spaces.  All media inquiries which come directly to staff should be directed to M&C (see related Photography and Video in Library Spaces Policy). 
  • For critical or time sensitive matters (e.g. health and/or public safety) please refer to the Security Manual and follow security protocols.
  • After hours or on weekends, the Director on Call should be contacted if media approach staff directly.
  • In the event of an emergency situation, VPL will defer communications to the lead response agency (e.g. police, fire, Coastal Health).

Related Policies